An article from Sign Web.com (http://www.signweb.com/electric/cont/crossroads01012.htm)

Getting signs off the ground
Crossroads of the Sign World

Already a standard format in Tokyo, but a new development in Times Square (http://www.wirednewyork.com/times_square.htm), are skyscraper rooftop sign grids. The most visible sits atop the 48-story (665-ft.) Conde Nast building (http://www.wirednewyork.com/conde_nast.htm) (also known as Four Times Square, located at Broadway and 42nd St.). Jennifer McKee, vice president of leasing of The Durst Co., the project's developer, refers to the building's rooftop access as "skyline signage."

The Durst building's rooftop design includes a four-faced, large-format sign grid, with each of its sign faces offering approximately a 70-ft.-sq. display area. The grid contains one permanent face -- the Teligent sign, with its other three faces still available for leasing (as of presstime).

With such a high placement, the Teligent sign will be seen from as far away as the Jersey shoreline across the Hudson River and on its opposite side, and from the exit of the Lincoln Tunnel at the base of 42nd St. Certainly this sign, and whatever other forthcoming skyline signage that will soon join it, is a beachhead into the New York City skyline that will add a completely separate look to Times Square beyond what we already identify.

In a similar fashion, the soon-to-be-completed W Hotel (http://www.wirednewyork.com/w_new_york.htm) (formerly the Planet Hollywood Hotel) on Broadway and 47th St. has created an interesting signage extension that capitalizes on the building's location. There, a rooftop sign grid leans out and faces down towards curious pedestrians. Also, accompanying the W Hotel is the Times Square Spire, a separate, but parallel, adjoining sign tower supporting up to 75,000 sq. ft. of sign coverage.

The spire, which starts at the fourth floor, begins its signage 60 ft. above street level and continues upwards an additional 280 ft. The sign tower, which is independent of the building but parallels the W Hotel, is an internally braced steel truss. The tower is further anchored to Manhattan bedrock 50 ft. below the street surface to prevent it from swaying excessively as winds catch the sail-like surfaces of the sign faces.

Marketed by Spectacolor, the Times Square Spire is being slowly transformed into a complete display structure. The tower in its raw state is essentially a structured steel grid, which, delicately put, is not a pretty sight. To compensate for this, explains McGraw, Spectacolor will create a "virtual building" to completely cover the grid. This "cover" will be produced as a series of vinyl mesh panels (40 x 53 ft.) with a printed image of a brownstone apartment facade. Over that, ads will be placed as each sign face segment is leased out. Once an ad's lease ends, and that sign comes down, that segment of the virtual apartment building panel will show up against the grid, until the next sign covers it.

In another change, Times Square's interest in overwhelming sign displays has spread to surrounding streets, as 42nd St. from 7th to 8th Ave. is evolving into the Tishman Realty and Construction Co.'s E ("Entertainment" ) Walk, with its own layer of signage slowly extending from 8th Ave. towards Times Square.

Already in place is the Loew's Cineplex marquee, plus complementary signs of its neighbors, including Chevy's on one side and on the other, Broadway City and The Museum Company store. Running at the corner of 8th Ave. and 42nd St. is the New York Port Authority featuring a huge Delta electronic display with a giant, color message zipper.

The E Walk corridor pulls the visual energy of Times Square away from the "bow tie" (where Broadway crosses over 7th Ave.) to its side streets, starting with its most famous one, 42nd St. The addition of the Reuters Building (http://www.wirednewyork.com/reuters.htm) (opening early this year) will amplify the connection between the E Walk and Times Square, with the building's cylindrical curve acting as a gateway from 42nd St. and 7th Ave. towards the E Walk.

The Reuters Building (http://www.wirednewyork.com/reuters.htm) at Three Times Square will offer 30,000 sq. ft. of signage on the building. While final sign technologies have yet to be determined, whatever is selected (high-definition LED video display is the leading candidate) will be fully integrated into the building. Also, a huge blade sign will display Reuters' name, and the building will also employ skyline signage.

Despite the seemingly disparate collage of signs around the square, there is a method to their creation and placement within the district. George Stonbely, president of Spectacolor, explains that his company creates a graphic balance between signs so they don't compete with each other. As an example, he cites the design of the company's JVC spectacular (Broadway and 43rd St.), which is installed directly between the ABC marquee and NASDAQ video wall.

"Being challenged with two, over-the-top, world-class LED spectaculars," Stonbely explains, "Spectacolor's JVC spectacular was created as a non-electric display presented as a 3-D model of the Earth's hemisphere, coupled with its time zones, a message ribbon and a changeable back-face vinyl display. With a design that contrasts with its electronic companions, the JVC spectacular has become equally impressive in its own right."

noharmony

December 19th, 2001, 09:33 PM

The sign of the Eastern side of Conde Nast Building (http://www.wirednewyork.com/skyscrapers/4xsq/default.htm)

With respect to the article above about Time Square signage, see also forum threads about neon of Reuters building (http://www.wirednewyork.com/forum/topic.cgi?forum=4&amp;topic=17) and Morgan Stanley Dean Witter (http://www.wirednewyork.com/forum/topic.cgi?forum=4&amp;topic=2) fabulous display.

Ptarmigan

December 20th, 2001, 01:39 AM

I believe the top is used for advertising and possibly energy conservation. They used to have the company Teligent advertise. What did Teligent do? According to Fox&amp;Fowles, the spire is used as an communcation antennae.

noharmony

December 22nd, 2001, 12:04 AM

I believe Teligent was a communications company that went bankrupt, but they paid for the sign in advance

chris

November 6th, 2002, 03:27 AM

Also, the top houses a perminent crane system that operates off that top truss structure. If the building ever needs repairs, renovations, or a tenant needs to lift heavy machinery, there is a crane that can swing out of that box truss element up on top.

Eugenius

November 6th, 2002, 09:56 AM

Interestingly enough, the signs at the top of 4 TSQ are not actually visible from Times Square. *You need to be further away (like New Jersey, or Bryant Park) to see them. *But looking from afar, boy are they visible.

Rich Battista

November 8th, 2002, 05:49 PM

i think its great the new wave of the future, advertising using xenon lights for ppl in suburbs to see, ingenius

RovingRube

March 3rd, 2003, 10:37 PM

This building is one of the subjects of "Big and Green", an exhibit I just visited at the National Building Museum in Washington, D.C. ... One of the points the exhibit makes is that many of the skyscrapers we know and love are unfortunately energy guzzlers -- it is stated that 50% of the world's energy goes to power big buildings. *... *For example, they sealed up some 70's buildings to conserve heat (I guess due to the oil shortage) but now with all the computers etc. they have to be wastefully air-conditioned year-round, and the poor ventilation all leads to more sick workers from the poor air.

Anyway, there is a model and diagrams of what makes the Conde Nast building "green" -- photo-voltaic cells integrated into the facade on the top 19 floors; natural-gas powered solid fuel cells on the roof (I think I have the terminology wrong but heat is made through the interaction of hydrogen and oxygen with water being the harmless by-product), 50% more ventilation then called for by code.

This and other Fox and Fowle projects seemed frequently mentioned in the exhibit. *Here is the page on their website on the Conde Nast building:

http://www.foxfowle.com/4times.htm

And here is the page from the National Building Museum:

http://www.nbm.org/Events/Calendar/Big_and_Green.html#four

And if you need any other incentive to check out this exhibit, the National Building Museum has one of the greatest interiors in the country! *I can post some pix if desired...

NYguy

March 11th, 2003, 04:16 PM

Some function of the current antenna...
http://www.riser.com/casestudies/real%20estate/4timessquare.html

They were photos taken from a helicopter tour company, but I don't remember which...

NYguy

June 4th, 2003, 07:49 AM

(NY Post)

Conde Nast lights up

by Lois Weiss

Douglas Durst is ready to use "psycho-physics" while putting more than a 360-foot multi-station TV antenna on the top of the company's Four Times Square tower.

The building, also known as the headquarters of Conde Nast, is on the verge of getting its sky-high signage leased and lit.

A deal to take the four, 70x70-foot tall signs is close to being inked with a U.S. company that will install special Australian-designed LED video technology and then lease the colorful computer generated boards to corporate advertisers.

"We hope that we will be announcing a completed deal soon," confirmed Tom Bow, a senior vice president for the Durst Organization.

The company, Totius Media, will install the LEDs for the northern facing sign first, Bow said, while the pending deal will give them options on the other three faces.

Sources said Durst will pocket about $1 million a year from each sign. Bow declined to confirm the numbers but did note, "I'm sure the Totius expectation [for income] is a lot more than that. It is visible 24-hours a day and the sign grid is bigger than anything else on the skyline."

The signs, already in use in Barcelona and Hong Kong, use "psycho-physics" to make use of fewer pixels and 90 percent less electricity by tricking the eye with moving images.

NoyokA

June 4th, 2003, 08:00 AM

Brand-new combination (fusion) of a roof for Conde Nast..spiffy....

NYatKNIGHT

June 5th, 2003, 02:26 PM

This could be a fantastic addition to the skyline, although it could also be horrible - the prefix psycho is a little unsettling. My guess however is the former. Either way, we finally will see those huge blank panels be put to use. Along with the new spire, Conde Nast is becomming a superstar skyscraper.

ZippyTheChimp

June 5th, 2003, 02:58 PM

I think this is appropriate for Times Sq, where signage is mandated, but I would hate to see it spread throughout the city. If there are no codes, city govt should look at this.

chris

June 5th, 2003, 02:59 PM

Fabb wrote:
> The bad news is that we'll have to wait another 6 months.

That went by pretty quick.

Gulcrapek wrote:
> Looks good. I'm only concerned about too many spires
> poking out around that area.

No such thing.

NYatKNIGHT wrote:
> This could be a fantastic addition to the skyline,
> although it could also be horrible... the prefix psycho...
> ...My guess however is the former.

The former. "psycho-physics" had to be the contribution of some marketing guy.

chris

June 5th, 2003, 03:04 PM

ZippyTheChimp wrote:
> I think this is appropriate for Times Sq, where signage is
> mandated, but I would hate to see it spread throughout the city.
> If there are no codes, city govt should look at this.

I agree in many ways, but the code actually limits billboards in much of Manhattan. There is huge oipposition to it. Even that is really a fiction. The city uses the codes as a form of revenue. They don't prohibit people from putting up billboards. According to the letter of the law, about half the damn billboard you see in Manhattan are illegal. They put them up anyway and consider the fine a cost of doing business.

It is so common that I've been told that a lot of the advertising agencies even include the fine as a line item on the client's invoice. To the city, the so called "fine" just becomes a form of taxation.

(Edited by chris at 3:05 pm on June 5, 2003)

ZippyTheChimp

June 5th, 2003, 03:20 PM

The billboard issue came up in CBs 1 and 2 (pre 9/11 I think), and you are right. I remember the complaint was that the fine was cheaper than the advertising revenue. Like so many others, this issue seems to have gone to a back burner.

I just remembered, the lighted building sign issue came up some years ago over the Travellers umbrella on the Greenwich St building. After months of arguing, it was agreed to remove some of the neon tubes to make it less bright.

It looks the same to me.

dnice215

June 5th, 2003, 03:43 PM

I am all for more lights and billboards in the city. Everybody always critizes NYC for having bland boxes and being kinda dull. I think this would be a great new way to show that NYC is revived and coming out with new stuff especially after 9/11

NYatKNIGHT

June 5th, 2003, 04:00 PM

No doubt flashing signage is great in Times Square. But these signs are different than all others so far; they will be seen for miles and miles around, very much affecting the skyline of New York. When our skyline is compared to Hong Kong say, well, some agree that the NY skyline is more classy for lack of flashy neon signs high up on the skyline. Despite all that, I'm all for it. It marks Times Square on the skyline.

(Edited by NYatKNIGHT at 4:02 pm on June 5, 2003)

NoyokA

June 5th, 2003, 04:20 PM

Put Times Square on the map for sure. I was thinking of a way to put it, and you nailed it. New York City is historically a trend-setter, this is going to be futuristic.

emmeka

June 27th, 2003, 06:15 AM

You know what, I think that the crane has been there for a few weeks. Although I could be mistaken, can anyone confirm that?

I agree with dnice 215 Its finally adding The crown.

its like the trade centre When the mast was added to tower one in the late seventies.

The conde nast hasnt had many variations of advertising on its billboards at the top has it exept the big '4' and that other red lettering what was it, telestra?

emmeka

June 27th, 2003, 06:18 AM

No, it was 'Teligent' wasnt it, i just rememberd

Fabb

June 27th, 2003, 01:31 PM

... a company that went bankrupt even before its ad was removed.

NYguy

July 30th, 2003, 02:48 PM

photos taken 7/27/03

http://www.pbase.com/image/19801514/large.jpg

http://www.pbase.com/image/19801487/large.jpg

(Edited by NYguy at 2:52 pm on July 30, 2003)

AJphx

August 3rd, 2003, 06:05 PM

when are the new video ad screens going to be put up on conde nast's billboards?

Totius Media is pleased to offer the most exciting development in outdoor advertising in the past decade - the opportunity to own the Manhattan skyline. Totius Media has obtained the exclusive rights to the most visible Electronic Video Billboards in the world, 4 spectacular signs located on the top of the Conde Nast Building in Times Square.

This advertising opportunity offers what is arguably the world's single greatest location for branding. A corporation with all four signs will hold "iconic dominance" over the world's greatest skyline. In addition to being visible from the immediate Times Square "bow tie" and immediate streetscapes, the signs can also be seen from New Jersey, Long Island, downtown Manhattan, the Statue of Liberty, and the surrounding waterways. Moreover, the signs will gain unrivaled exposure from the ubiquitous presence of Times Square and the New York skyline throughout world media: film, television, newscasts, postcards, art, sport, entertainment, New Year's Eve coverage, etc.

In addition to the advent of the anticipated signs, the Conde Nast Building is also constructing a 360 ft. antenna as a major broadcasting instrument to replace the antenna from the World Trade Center, lost on September 11, 2001. The antenna will make the building the second tallest structure in New York, after the Empire State Building. With the addition of the antenna, 4 Times Square will draw attention from every vantage point around the greater New York area.

What Totius Media is offering goes beyond recallable impressions and product awareness. We offer the ultimate in delivering Impact: the creation of an Icon; and with this icon, the ability to project Iconic Dominance over the Cultural, Corporate, and Diplomatic Capital of the World. The 4 Times Square placement will deliver a targeted high-impact marketing solution generating the most successful and cost-efficient results for your brand.

This opportunity represents the most visible - and the highest value - outdoor advertising/brand site anywhere in the world.

(photos with the old antenna)

http://www.totiusmedia.com/photo_05_lrg.jpg?

http://www.totiusmedia.com/photo_03_lrg.jpg

http://www.totiusmedia.com/photo_02_lrg.jpg

dnice215

August 31st, 2003, 03:22 PM

when are the going to start putting in the neon lights on the billboards?

ZippyTheChimp

September 1st, 2003, 05:15 PM

Antennas at the base, too.
http://www.pbase.com/image/20904272.jpg

Gulcrapek

September 1st, 2003, 05:19 PM

Hehe..

emmeka

September 2nd, 2003, 09:49 AM

Sorry Fabb I completely forgot about the new proposals for the boards, itll finally get some proper advertising!

NoyokA

September 9th, 2003, 03:22 PM

loook....two threads now. :)

emmeka

September 16th, 2003, 05:47 PM

You know the antenna is close to completion now, well structurally anyway.

DominicanoNYC

September 16th, 2003, 08:36 PM

I hope so because no the antenna is just the right size and it doesn't look to bad.

reflectivetrevor

September 29th, 2003, 07:05 AM

THe company supplying the animated boards at the top of the building is called lumacom and is based in australia. check out their website for further info on how they work:

www.lumacom.com.au.

You might want to buy some shares in them while you're at it!!

They are currently negotiating for numerous deals all over the world, and i think the conde nast signs are set tp start going live between October and December this year.

Fabb

September 29th, 2003, 07:48 AM

Thanks for the info.
So, just in time for the Christmas season ? Good !

BrooklynRider

September 29th, 2003, 09:38 AM

I was out &amp; about this weekend. The Condfe Nast mast is still climbing upward and, I believe, has crossed the aesthetic line. It is tall and grabs a spot on the skyline, but it is simply ugly and out of proportion with the building.

emmeka

October 4th, 2003, 12:00 PM

couldnt agree with you more.

NoyokA

February 6th, 2004, 05:32 PM

http://e.1asphost.com/guide498/CondeNast.html

billyblancoNYC

February 7th, 2004, 12:20 AM

While being a bit large, the antenna's really starting to grow on me.

Clarknt67

February 8th, 2004, 11:49 AM

I was out &amp; about this weekend. The Condfe Nast mast is still climbing upward and, I believe, has crossed the aesthetic line. It is tall and grabs a spot on the skyline, but it is simply ugly and out of proportion with the building.

It seems like they could have found a way to make it taper a little better the way the ESB &amp; Chrysler building build slowly to a point.

TomAuch

February 8th, 2004, 04:19 PM

While being a bit large, the antenna's really starting to grow on me.

Not for me. Conde Nast's antenna looks too disproportionate. I'm glad to see more spires in MIdtown, but not when they're out of place on the buildings.

salty

March 14th, 2004, 07:33 AM

Appears the large LED screens on the building still not up - negotiations taking much longer than what they wanted or expected. Lumacom decided to negotiate one sign, instead of the previous 4, to speed up the process. One sign has now been manufactured and Lumacom/Totius Media apparently in final stage negotiations with some major corporations.
Would expect installation within 3 months.
Would love anyone that sees the new sign(s) being installed to post info in here ASAP - thanxs

michelle1

March 19th, 2004, 06:46 AM

Appears the large LED screens on the building still not up - negotiations taking much longer than what they wanted or expected. Lumacom decided to negotiate one sign, instead of the previous 4, to speed up the process. One sign has now been manufactured and Lumacom/Totius Media apparently in final stage negotiations with some major corporations.
Would expect installation within 3 months.
Would love anyone that sees the new sign(s) being installed to post info in here ASAP - thanxs
I am working on Fifth Avenue, Harlem. I really love sky scrapers and modern day constructions in New York. Conde Nast antenna is really state of the art of this century, if anyone thinks it’s too big then I have to say it’s too small to me, no I am just joking, the size is perfectly OK. Billboards, oh yes, can you imagine signs 150 meters above the street, I can’t wait to see them. There have been a couple of cranes on the roof and it looks like they are ready to commence signage installation. If I will notice any changes I let you know salty, btw where are you from?

NY-SAILOR

March 19th, 2004, 08:31 AM

I like the size of the antenna atop of the Conde Nast...it stands out...I am always proud to see such impressive changes everytime I go back to New York...

michelle1

March 22nd, 2004, 08:08 PM

Appears the large LED screens on the building still not up - negotiations taking much longer than what they wanted or expected. Lumacom decided to negotiate one sign, instead of the previous 4, to speed up the process. One sign has now been manufactured and Lumacom/Totius Media apparently in final stage negotiations with some major corporations.
Would expect installation within 3 months.
Would love anyone that sees the new sign(s) being installed to post info in here ASAP - thanxs
I have seen workers around the signage frame on the roof today. Something is happening up there but hard to say what?

NYguy

March 23rd, 2004, 09:05 AM

They had better do something. That crane can't stay up there forever...

michelle1

March 24th, 2004, 07:15 AM

They had better do something. That crane can't stay up there forever...
Spring has arrived, time to do some work, I wouldn't go up there in the winter time, no way! I think there might be a serious problem with the signs, all the building is green from the bottom to the roof. Such a big signs must be great electricity eaters with huge carbon dioxide emissions and so Durst must stay within the range of the building regulations. It must be the same company which also installed NASDAQ sign which is not environmentally friendly but looks fantastic and is huge. Cranes could be there for some other reason, we will se.

ZippyTheChimp

March 24th, 2004, 07:42 AM

Maybe they're using the crane to lift transmission equipment to the roof.

Mr Sism

April 11th, 2004, 09:59 AM

Hi all,

....From Melbourne Australia.....My first post here on WiredNY.....

Can answer ddny in that the top of the Conde Nast will hold four huge LED digital screens (each screen supposed to be one &amp; a half times the size of a tennis court!!). This will be in line with the energy conservation policy of the building itself as these screens will use a fraction of the electricity (I think 1/12) of that of it's closest equivalent. Made by the Australian company 'LUMACOM' &amp; distributed by 'Totius Media' (www.totiusmedia.com/introduction.html), sign technology is based on what is referred to as 'Psychophysics' ........

I'm a shareholder of Lumacom who are at present in their infancy according to the Australian Stock Market....... Hence my enthusiasm on this ....

If anyone has any visual updates as to what is going on up there it would be greatly appreciated...... Some of us here are looking to your forum at times to help monitor progress..... Feel free to post as many updated pictures as you like!!

Drewe.

NYatKNIGHT

April 12th, 2004, 10:29 AM

It still looks the same up there last I looked. We'll definitely keep you updated. As a fan of psychophysics (I think), I can promise there will be progress shots here. 8)

fioco

April 12th, 2004, 03:43 PM

Could someone submit a practical definition of "psychophysics" esp. in how it is employed in sign technology? Silly me, I initially thought this term was the diagnosis of my high school science teacher. My humble Oxford has: psychophysics n. the branch of science that deals with the relations between mental states and physical events and processes.

That's going to be one heck of a sign. Shortly after its debut, will Australians become our masters through mind control via electronic advertisments? :shock: Cool.

michelle1

April 12th, 2004, 07:45 PM

Hello Guys, some time ago I have seen some workers on the roof around the sign frame. Since that there was no visible sign of any changes of the frames. It could be just some engineering inspection before installation. Now I will keep an eye on it. Also, would you please explain term Psychophysics in the SIGNAGE industry as I am really interested in any revolutionary products esp what regards to Conde Nast. Australians, if you have won this project on Conde Nast then it must be really something. Please send more info on Lumacom.

Edward

April 12th, 2004, 08:47 PM

Well, I AM a psycho-physicist :shock: but I never heard of psychophysics. :?

MrSism can you send a quick ref on Lumacom, maybe I'll spend some money
Thanks

fioco

April 13th, 2004, 01:07 AM

Thanks, Michelle1. WiredNY continues to expand my education.

From the website cited above:
"...delivered to you through the commercialisation of a scientific principle known as psychophysics. This is the process in which the human visual system perceives complete images whilst only receiving partial images through actual sight. This sign technology is revolutionising the outdoor neon signage and outdoor billboard advertising industries, providing many creative and operational benefits....

"How does it work? Imagine a moving, full colour image on a video screen in front of you. You have clarity of vision, and the image is crisp due to the high density of pixels that make up the screen. However, with the science of psychophysics, we have discovered that up to 90% of the pixels can be removed without any affect on the quality of the image. In this process, as long as the image keeps moving, your brain is literally compensating for the gaps left by the loss of pixels, and assumes that it is still seeing a perfect image."

Psychophysics has a website (http://www.psychophysics.org/).
Reading it produced the same numbing fog I experienced way back in college, during any course with the word physics in the title.
:shock:

michelle1

April 13th, 2004, 10:15 AM

Good contribution zippy.
Thanks fioco you’re right. I have never heard about such technology before. Space for the signs is pretty big and it will add something special to our Four Times Square. Big NASDAQ sign looks spectacular during day/night because of its size. Did they use the same technology? What do you guys think about two roof giants, antenna/sign combination on this state of art building. Billboards may also reduce the dominance of the antenna for someone who thinks that the antenna is proportionally too big.
I am buying tomorrow
8)

ZippyTheChimp

April 13th, 2004, 10:44 AM

I don't know if psychophics was used, but the Reuters signage across the street uses LED. I think the NASDAQ is older technology. If you compare the two at night, the difference in sharpness is noticeable.

michelle1

April 13th, 2004, 10:19 PM

Now I have 100k stake in psychophysics 8)

Mr Sism

April 14th, 2004, 10:36 AM

NYatKnight, Fioco &amp; Michelle

Thankyou for all your replies &amp; promises to keep watch for us here in Oz. Much appreciated of course!!! :wink:

Glad you found the link to the Lumacom website Michelle..... Many deals in progress, some 50 expressions of interest throughout Europe &amp; now Asia is also biting!! There are three main products being marketed at present;
Lumavideo (large screens I think for presentation purposes etc)
Lumapanel (larger format such as that which we will be seeing on top of the Conde Nast)
Lumapole (Even bigger, makes it possible to cover entire sides of buildings without obscuring vision through buildings windows)

All we are hearing about at present though is the Lumapanel product (although the 'Kiska' group have expressed interest in the Lumapole)
Progress has been slower than shareholders have been conditioned to believe, so there is considerable weakness in the current shareprice.....I can't legally advise anyone however in my personal opinion there is an extremely large upside to this company.
We are also waiting for a large sign to be erected &amp; lit up in Moscow, this was sold to Pepsi (first of many perhaps??) some months ago and has been constructed and shipped already, cold temperatures delaying it's errection (I can empathise).

Fioco, you asked Re: PSYCHOPHYSICS definition in the context of signage....
LUMACOM has patented the use of psychophysics for this purpose, hence the difficulty for other LED sign manufacturers to come close in terms of construction costs &amp; energy consumption (&amp; resultant CO2 emissions). I hope the following gives you a clearer picture.

As taken from the intro page of their website.....:

LumaSign technology is innovative large format outdoor sign technology, delivered to you through the commercialisation of a scientific principle known as psychophysics. This is the process in which the human visual system perceives complete images whilst only receiving partial images through actual sight. This sign technology is revolutionising the outdoor neon signage and outdoor billboard advertising industries, providing many creative and operational benefits.
How does it work? Imagine a moving, full colour image on a video screen in front of you. You have clarity of vision, and the image is crisp due to the high density of pixels that make up the screen. However, with the science of psychophysics, we have discovered that up to 90% of the pixels can be removed without any affect on the quality of the image. In this process, as long as the image keeps moving, your brain is literally compensating for the gaps left by the loss of pixels, and assumes that it is still seeing a perfect image

Megaprofile Group are the JV partner for european operations I believe.

Thanks again people!!

Regards

Drewe.

Mr Sism

April 14th, 2004, 10:42 AM

Michelle.....

Do you mean you bought 100,000 shares in Lumacom or $100,000??

Or did you buy into Totius Media??

Regards

Drewe.

Mr Sism

April 14th, 2004, 10:55 AM

Zippy,

I believe psychophysics has not been used by other LED sign manufacturers..... Lumacom now have this patented anyway.

The NASDAQ sign (curved one with the windows cut out right?).... cost some huge amount ($37Mill comes to mind?) to construct...... Lumapanel signs are a small fraction of this due to them needing far fewer components. I don't believe there will be any problems as far as the sharpness of the image is concerned......Psychophysics in action!!
NASDAQ sign also had some problems with the windows being put in (to allow natural light into the building), water caused lots of unwanted flashing following heavy downpours (fixed now though I believe).

Regards

Drewe.

michelle1

April 14th, 2004, 06:46 PM

Cool,
100k shares 8)

Mr Sism

April 15th, 2004, 09:04 AM

....OK....

We're on the same footing with this one then Michelle, I've 100K shares too...... Every cent up is a thousand bucks to me!! Makes the maths easy.

:lol: &lt;Welcome aboard!!

Regards

Drewe.

PS.

If you (or anyone else) are interested in following active discussion on Lumacom at any time, feel free to register on our discussion forum.....there are several forums on this one....

http://www.sharescene.com/

OR

http://www.hotcopper.com.au/

Hot Copper being the most active on LUM I suppose, fair amount of cr@p being posted at times which you may need to wade through to get to relevant stuff, but worthwhile &amp; informative on the whole.

Sharescene is a newer discussion forum &amp; seems to be quite popular..... great layout makes stuff easy to read &amp; the moderators are active on this site to keep out the rubbish.
:wink:

ZippyTheChimp

April 15th, 2004, 09:29 AM

Please stay on topic. This thread is about the Conde Nast building, not investing in Lumacom.

michelle1

May 7th, 2004, 10:54 PM

What’s the latest news on Conde Nast signs? I have heard some comment on the radio saying that ” you will be able to watch the video clips of your favorite ad brands over the Manhattan sky very soon ”

NoyokA

May 7th, 2004, 11:38 PM

Its rather meaningless to speculate a start without a date.

NoyokA

July 13th, 2004, 04:50 PM

The deal with Lumacom might have fallen through as Durst is now selling the signage on 4 Times Square Independently.

http://www.durst.org/i_signage.asp

NoyokA

July 13th, 2004, 04:53 PM

Your Name Here:

http://www.durst.org/prop/tour/images/lg/9-8.jpg

http://www.durst.org/prop/tour/images/lg/9-11.jpg

http://www.durst.org/prop/tour/images/lg/9-15.jpg

ZippyTheChimp

July 13th, 2004, 08:14 PM

Lumacom closing prices
April 13, 2004: .028
July 13, 2004: .019

Ouch! 32% drop in 3 months. I hope michelle and Mr Sism unloaded. :P

salty

September 21st, 2004, 11:49 PM

Apparently the installation of a Lumacom sign on the West side of the Conde Nast building has started, according to Lumacom. Scaffolding arrived and support structure ready to be installed. Should be finished mid to late October - no advertisers yet though.
- Can anyone confirm this info?
- Is it actually possible to see these signs clearly from ground level?
Thanx gang - cya

salty

October 3rd, 2004, 05:10 AM

Lumacom announced that signs have arrived and steel work is being prepared for erection of the sign on the West side of the Conde Nast building. They are expecting the sign to be installed and commissioned by early November - sadly they still have no advertisers. 150m up is along way up if you are going to spend US$2m per year per sign for the rights to advertise on it. Maybe Clear Channel can do better than Totius Media in signing an advertiser.
Can some indicate how much visibility, from ground level, a rooftop sign on the North and East faces would have please.
Would love some pics, or a webcam URL, for the top of the building.

Cheers

NoyokA

October 3rd, 2004, 09:19 AM

Thanks for the scoop.

michelle1

October 4th, 2004, 06:37 AM

salty, I wish I could send some pics, but I have temporary moved from New York to Las Vegas. Zippy, I still have my holdings, btw, you have made a mistake in the SP, move your decimal point by one space to the right. Zippy, :lol: Can you send pics to Salty please?

michelle1

October 5th, 2004, 10:23 PM

Salty, no willingness from NYorkers. I'll be in NY in January, but that's probably too late. :cry:

salty

October 8th, 2004, 12:11 PM

No prob's - thanks Michelle. I'm taking a position in Lumacom, albeit much smaller than previously. Still not convinced that anyone, other than a person in a helicopter, going to be able to see any of the 4 signs clearly and advertisers going to want to wait until they are up. Lumacom's previous signs have worked and do look great, just the management got no idea. There was supposedly another 300m2 sign going up in NY - not sure where - they have gone quiet regarding this sign.

NoyokA

October 8th, 2004, 01:55 PM

No prob's - thanks Michelle. I'm taking a position in Lumacom, albeit much smaller than previously. Still not convinced that anyone, other than a person in a helicopter, going to be able to see any of the 4 signs clearly and advertisers going to want to wait until they are up. Lumacom's previous signs have worked and do look great, just the management got no idea. There was supposedly another 300m2 sign going up in NY - not sure where - they have gone quiet regarding this sign.

What building are you talking about, the signs on Conde Nast are only at ~200 meters.

JMGarcia

October 8th, 2004, 03:09 PM

There was supposedly another 300m2 sign going up in NY - not sure where - they have gone quiet regarding this sign

I think they mean the size of the sign, as in 300 square meters, rather than the height.

michelle1

October 8th, 2004, 06:33 PM

Hi guys, it needs just a little effort, take DC and make a few shots of the West side of the rooftop sign for salty :wink:

salty

October 11th, 2004, 12:07 AM

Thanx Michelle. Got a URL for the location now. Don't know the area very well but appears my cam pointing in the general direction of the signs - wrong wall I think though.
Link (http://live7.truelook.com/face/newface.jsp?func=pano&amp;name=/strends/esb/NorthView&amp;overlay=default&amp;skin=default&amp;useapplet=t rue&amp;time=1097466189031&amp;width=640&amp;height=480&amp;qualit y=65&amp;catalogname=catalog)

salty

October 13th, 2004, 11:11 AM

Sorry to be so ignorant of NY city but would someone please be able to tell me which walls of the Conde Nast building am I looking at in this pic. I'm guessing South and East walls and I think I want to see the West side of the building.
URL is:

Thanx ManhattanKnight - just can't see the West side which is what I'm looking for.

JonY

October 13th, 2004, 11:52 PM

*Does an L.A. Angelyne - posts name on billboard*

cell

October 16th, 2004, 09:57 AM

For the past few years this forum has been generating a considerable amount of traffic through commentary on the new corporate towers of Times Square.

So let me ask the question:
Out of the a main new structures around 42 and B'way- E&amp;Y, Reuters, TS tower and Conde Nast, which do you believe to be the most successful project?

antinimby

October 16th, 2004, 11:46 AM

For the past few years this forum has been generating a considerable amount of traffic through commentary on the new corporate towers of Times Square.

So let me ask the question:
Out of the a main new structures around 42 and B'way- E&amp;Y, Reuters, TS tower and Conde Nast, which do you believe to be the most successful project?

Conde Nast, hands down. The others are nice but can you imagine TS w/o this "anchor" building? Can't wait for BofA next door to rise.

kz1000ps

October 16th, 2004, 08:29 PM

This is something I've spent some time thinking about, and the thing with these buildings is that they're all composites. Each building goes through at least 3 different designs, crowns not included. So I find it hard to take them in as individual pieces. Instead, they just add to the intensity level of Times Square and that's where I feel all of them succeed as projects. The designs might suffer (I still can't decide whether I like Conde Nast or not...), but they really add to the vibrancy of the place. Having said that, I think Conde nast works best for the site, and Times Square Tower as a singular piece of art. But I wonder if this zany asymmetry will look really dated years from now...

Great article on this topic here [www.swingstreets.com/ BusyBuildings.htm][/url]

salty

October 22nd, 2004, 12:27 AM

This could be very interesting - maybe some of the signs around New York may get upgraded now. Appears the signs may eventually go up on the Conde Nast building as well - commissioning expected in Dec. now
Check out the www.totiusmedia.com site as well to see what ClearChannel have available to them now.

Lumacom ann. can be found at :
http://www.asx.com.au//asxpdf/20041022/pdf/3nbcrvnvlsjbd.pdf

Johnnyboy

October 22nd, 2004, 07:28 AM

For the past few years this forum has been generating a considerable amount of traffic through commentary on the new corporate towers of Times Square.

So let me ask the question:
Out of the a main new structures around 42 and B'way- E&amp;Y, Reuters, TS tower and Conde Nast, which do you believe to be the most successful project?

I believe that presently is the conde nast building but, New York Times tower and BoA will take it away by far from Conde Nast building. The question is, Between BoA and NYT, wich one will be the most successful. Personally i think is BoA but, not sure.

ZippyTheChimp

October 22nd, 2004, 11:30 AM

This is something I've spent some time thinking about, and the thing with these buildings is that they're all composites. Each building goes through at least 3 different designs, crowns not included. So I find it hard to take them in as individual pieces. Instead, they just add to the intensity level of Times Square and that's where I feel all of them succeed as projects. The designs might suffer (I still can't decide whether I like Conde Nast or not...), but they really add to the vibrancy of the place. Having said that, I think Conde nast works best for the site, and Times Square Tower as a singular piece of art. But I wonder if this zany asymmetry will look really dated years from now...

I agree that all of these buildings work as Times Square elements. Conde Nast, as the first, seems to suffer as the "over engineered prototype", and I think it is too cluttered.

Times Square Tower has the best facade, and the advantage of its location. It hovers over 1 Times Square, and perfectly defines the diverging Broadway and 7th Ave.

http://www.pbase.com/zippythechimp/image/23859886.jpg

http://www.pbase.com/zippythechimp/image/26299782.jpg

However, from other directions, it doesn't look as good, especially the crown from the south or west.

Conde Nast, as a singular building, looks best when you are close enough not to notice the disproportionate needle. I think the best view is from W42nd at Bryant Park.

http://www.pbase.com/zippythechimp/image/35364772.jpg

This view is doomed, soon to be hidden by BoA - not a bad thing 8)

michelle1

November 17th, 2004, 07:58 AM

Zippy, do you have a digital camera or do you now how digital camera looks like? Guy from AUS is asking if somebody can make a nice snap of the west side of the grid for the Lumacom LED sign on the Conde Nast.
Zippy, it's not too far away from the Battery Park hey!. If I was in NY I would do it, but unfortunately I’ll be in NY in January
It shouldn't be a BIG deal Zippy for you, or for somebody else.
I think i :cry: t will be highly appreciated by Kangaroos from the down under. :?

ZippyTheChimp

November 17th, 2004, 09:19 AM

Tell me exactly what you are looking for:

From what intersection?
A life-size view from the street, or a close-up of the sign?

Have you checked both the Conde Nast threads for photos? Several have been posted.

Also, there are photos on the Wired New York (lhttp://www.wirednewyork.com/) webpage.

http://www.wirednewyork.com/skyscrapers/4xsq/default.htm

michelle1

November 17th, 2004, 04:36 PM

Tx Zippy, close up shot. They are all old photos. It must be the West side which is pointing to New Jersey.
Thanks Zippy :)

salty

November 18th, 2004, 02:16 AM

Just wondering if there is any hint of construction of the new LUM sign on the West face at the top of the Conde Nast building? All sorts of rumours in Aust. that construction has begun, however, our webcam link predominantly points to the south face (from Empire State Building). Don't really need the photo's, but they would be nice if obvious progress has been made in the construction of the sign.
Thanking you in anticipation of your interest

fioco

November 19th, 2004, 04:00 AM

For Salty and Michelle1: The following links to another thread on this site. . . NYC Pics, part 4 (http://forums.wirednewyork.com/viewtopic.php?t=3783) by Dennis from Rotterdam, the Netherlands.
Here's the image. (http://img67.exs.cx/img67/1870/DSCF3113.jpg) (#24 on the thread). Please contact Dennis first if you plan on using this photo for anything.

The image is a zoom shot taken from New Jersey this past weekend (11/14/04). It shows the west-facing side of the Conde-Nast tower. Sorry to disappoint you, but it doesn't appear to show any prepatory work for new signage. Hope this helps.[/url]

ZippyTheChimp

November 19th, 2004, 05:53 PM

A closeup of the west side of the roof is here. (http://www.pbase.com/zippythechimp/image/36545179/original)
Nothing much going on up there.

If you want the photo, save it. I'll be doing some webhousecleaning in a few days, and this one will probably get the broom.

NewYorkYankee

November 19th, 2004, 06:37 PM

the times square tower is the one with the caddy at the bottom right? w/ the coke sign above it? And to the right of TST is the Rueters buidling, and on the other end of TQ is 10 times square,with the cup of coffee and the bottle of beer, to the right is the earnt and young and to the left is conde nast, am I getting this?

michelle1

November 19th, 2004, 08:32 PM

TX ZIPPY, I think you put a lot of :) on the marsupials (Lumacomers)
You are good man
Michelle
:D

hella good

November 21st, 2004, 04:05 AM

the times square tower is the one with the caddy at the bottom right? w/ the coke sign above it? And to the right of TST is the Rueters buidling, and on the other end of TQ is 10 times square,with the cup of coffee and the bottle of beer, to the right is the earnt and young and to the left is conde nast, am I getting this?

yep, except times square tower isnt near the coke sign, its behind 1 times square (cup noodles &amp; budweiser signs) and next to ernst &amp; Young &amp; reuters.

hella good

November 21st, 2004, 04:09 AM

The one with the green cladding is times sq tower, in front of that (the one with the slanted roof) is Ernst &amp; Young. To the left of that is the reuters building (with the little spire) and then the giant behind it is conde nast.

http://img67.exs.cx/img67/1870/DSCF3113.jpg

salty

November 21st, 2004, 09:05 AM

Thank you for the new pics of 4TS - west side. Not sure if there are many Lumacomers smiling though, Michelle - no sign of the sign yet - AGM on Thurs. though may shed some light on it's installation progress.

NYatKNIGHT

November 22nd, 2004, 09:23 AM

Yeah, it looks the same as it always does up there.

salty

November 23rd, 2004, 08:04 AM

All steel works have been done and are currently waiting to be lifted and assembled to the platform this week, which will go quick. Lumacom is still inside their time frame (Dec – January). You will actually be able to see the progressing works of the US (Conde Nast B) site on Lumacom’s website starting from this week, plus you will also be updated by letters from the Installers.

NB - Webcam indicates lifting equipment now being installed on top of the western sign of the Conde Nast building

NoyokA

November 23rd, 2004, 03:54 PM

Im skeptical Lumacom will install the signs, more so that they even have rights to.

Durst is still advertising the signs availability, its right there on their homepage.
http://www.durst.org/

ZippyTheChimp

November 23rd, 2004, 04:42 PM

Isn't Lumacom installing the sign mechanics? Durst is advertising leasing space on the signs - which I guess would only involve a computer program.

With the new antenna and those bare sign grids, the top now looks like an offshore oil platform.

NoyokA

November 23rd, 2004, 05:01 PM

I understood it that Lumacom is/was renting the space and would then rent it out at a higher premium. I don’t recall Durst paying Lumacom to build and install, I would expect some mention of the up and coming technonolgy on Durst’s website.

ZippyTheChimp

November 23rd, 2004, 06:22 PM

I checked their website. (http://www.lumacom.com.au/) They seem to be a products company. If Lumacom is just selling the technology, then Durst will still have to have it installed. It wouldn't make economic sense for the leasee to install it themselves.

AJphx

November 23rd, 2004, 11:46 PM

I remember someone mentioned that the city was installing video screens on subway entrances. I couldn't find that thread, though. Since we are talking about video ad screens here, I hope you don't mind.

I noticed in a pic by Swede at SSC (from the NY meet) that there appeared to be one of the screens on a subway entrance railing. Are those the video screens or some different ad system? (Swede said he didn't think that was one, but there were others around that were.) Are theses video screens only on a few or are they at subways all around the city now?

TLOZ Link5

November 24th, 2004, 12:36 AM

You generally find those screens practically everywhere below 59th Street. They're pretty powerful LED screens, so I wouldn't recommend looking directly at them from close up.

salty

November 24th, 2004, 07:13 AM

Lumacom are leasing the space off Durst organisation. Clear Channel are finding the advertisers for the signs, on behalf of Lumacom and will collect about 25% commission for this. Lumacom will be responsible for all costs associated with the signs and will maintain ownership of them.

Here is Clear Channel's home page advertising promotion for the west sign on building.

http://spectacolor.clearchanneloutdoor.com/specials/default.asp

NoyokA

November 24th, 2004, 08:20 AM

If Lumacom is leasing the space why is Durst advertising the space, without mention of going through Lumacom on their website?

salty

November 24th, 2004, 08:57 AM

I would say that the info. on the Durst web site is old - probably prior to June 2003 when Lumacom and Totius Media signed a contract with Durst for the rights to lease the signage space. This lease was renegotiated in June 2004 as far as I'm aware.
Both Lumacom and Clear Channel are publicly listed companies, and I'm sure they are giving accurate information to their respective bourses and shareholders.
AGM for LUM is tomorrow, 25th Nov, 2004

NewYorkYankee

November 24th, 2004, 11:02 AM

You generally find those screens practically everywhere below 59th Street. They're pretty powerful LED screens, so I wouldn't recommend looking directly at them from close up.

LOL :wink:

salty

November 27th, 2004, 06:52 AM

From the Lumacom AGM on Thurs.

Excerpt 1: Installation of the land-mark sign at the Nasdaq building situated in Times Square, New York is currently in progress.
• The sign modules (272 in total) have been manufactured and shipped to
New York.
• All steel and structural work has been fabricated.
• All matters involving the lease and approvals are complete.
Commissioning is expected to be finalised early in the new year. The Nasdaq sign will be the largest roof top electronic sign of its type in the world and a prominent landmark on the Manhattan skyline.

Excerpt 2: Installation
Installation work on our LumaPanel sign at the Nasdaq building is in progress. The installation contract is with Spectrum Signs, a sign erector with considerable experience on large buildings in New York. All 272 LumaPanel modules making up the sign were manufactured and shipped to New York 2 months ago. The installation process is a complex one, given that the sign platform over-hangs the building some 50 stories high, requiring consideration for a host of strict safety issues during
installation and post commissioning. The safety netting (which might sound like a simple task but indeed an important and time consuming process) has now been finalised and the steel base supports to which the 272, one square metre LumaPanel modules are affixed are now in the process of installation. Photographs showing the sign’s installation will soon be posted on our web-site so its progress can bemonitored. The installation schedule is very much governed by prevailing weather
conditions, however, commissioning for the sign in day-time operation is earmarked for January 05 with electronic commissioning to occur during the ensuing 4 weeks.

Excerpt 3: New York Landmark
It is important to remember that the Nasdaq project at 4 Times Square is a spectacular site providing a flagship reference installation for Lumacom which few other sites will be able to match. Being the largest sign of its kind in the world, it will dominate the Manhattan skyline and will be seen from many vantage points in New York and New Jersey.

NoyokA

November 27th, 2004, 09:38 AM

The Nasdaq sign

So Nasdaq will grace the NY skyline. I suppose it could be worse, oh say, Viagra.

ZippyTheChimp

November 27th, 2004, 12:16 PM

With its new robust antenna, Viagra would be very appropriate.

michelle1

November 27th, 2004, 08:45 PM

Zippy, not robust enough, I wouldn't mind enlargement
It will be nice to see Manhattan’s new high raised Signage

thomasjfletcher

November 29th, 2004, 08:33 AM

http://www.nyc-architecture.com/MID/MID-conde-nast-sunrise.jpg

www.nyc-architecture.com

salty

December 1st, 2004, 06:49 AM

Pics of the construction of the 4TS sign on the west face can be found at:
http://www.lumacom.com.au/parent.htm, then click on NewsRoom

A letter from the installer can be found at:
http://www.lumacom.com.au/pdfs/2004/November2004/Spectrum%20letter%20to%20Lumacom%20on%204TS%2011-15-04.pdf

michelle1

December 1st, 2004, 03:28 PM

Salty that is really good news, thanks for letting as know. It shouldn't take long now. :D

michelle1

December 27th, 2004, 07:07 PM

Hi guys, how's it going with the Coned N signage? I’m coming to NY mid January, west sign should be up and running by then. :)

salty

December 30th, 2004, 02:57 AM

Steel work supporting the sign is expected to be completed by 14th Jan, 2005. Lumapanels are currently being installed with an expected completion date for this being late Jan. Electrical work to be completed mid Feb and commissiong late Feb., weather permitting.

Seems like the installers have been very lucky with the weather over the past 6 weeks, but seems like that may change soon.
Lumacom expected to update their Newsroom pic's showing Turkey and NY sign installation progress next week Wed., or there abouts.

salty

January 6th, 2005, 08:52 AM

Interesting reading. Discusses the new advertising technology present in Times Square now.
Fairly large file size though - about 5Mb

No idea what graphics are going to be developed by Disney for the night time yet

michelle1

February 13th, 2005, 09:45 PM

Heard about the North advertising space which seems to be close to the completion which it's now only 2-3 weeks away. As soon as the North outdoor cinema will be completed, another side goes up straight after.

michelle1

February 13th, 2005, 10:41 PM

You will hear about the Clear Channel program involvement after the North completion.

salty

February 14th, 2005, 10:33 AM

You will hear about the Clear Channel program involvement after the North completion.

Are you talking about the rooftop advertising space on the 4TS building Michelle? If so, it is currently the West side which is nearing completion. Are you suggesting that Clear Channel have plans for progressing the North side as well? I thought the South side had better visibility and a higher revenue potential compared to the North side, but anyone please correct me if they believe this is not the case. If the South side has more $ potential, I would have thought Clear Channel would be more likely to progress this side first.

BrooklynRider

February 14th, 2005, 01:50 PM

It is indeed the west side space that is being installed. From the bottom up. It will be, as reported earlier, the Lion King logo.

michelle1

February 14th, 2005, 03:26 PM

Sorry, it is West side.

SubwayUser

February 15th, 2005, 09:04 AM

Appears the sign is about 10% complete as viewed yesterday afternoon. Very minimal work occurring at the moment. How much is Disney paying for the space? I would think not many people are going to look up to watch the video screen after the first 2 weeks. Any other opinions?

BrooklynRider

February 15th, 2005, 09:47 AM

I have to disagree. It is really going to become prime ad space in Times Square and will, hopefully, force the installation of a more exciting Wachovia sign on TST.

salty

February 17th, 2005, 10:44 AM

Anyone got any idea roughly what percentage is complete of the Lumacom/4TS sign and how visible the sign is? 10%, as suggested by SR sounds very low considering some of the rumours are indicating that it is nearly finished, although these rumours are coming from people in Australia. Thank you for your help/interest.

BrooklynRider

February 17th, 2005, 06:00 PM

As of this past Sunday, 10% might even be TOO generous. It is visible and recognizable, but a sliver of the bigger picture.

michelle1

February 22nd, 2005, 03:34 PM

I was talking to my friend from NY, she was saying that more then half of the Lion is visible. The Sign has more patches on one side.

salty

February 23rd, 2005, 07:37 AM

I was talking to my friend from NY, she was saying that more then half of the Lion is visible. The Sign has more patches on one side.

The most recent photo on 22 Feb, 2005 indicates that the bottom 2 rows of the 17 rows are now complete, however, this may be an old photo that Lumacom has posted.

Thank you for the photo - very much appreciated. Lumacom management now indicating it will be finished and commissioned by the end of this month. Similar signs in Turkey have just been switched on and they look fantastic.

chris_rgbg

March 3rd, 2005, 03:35 AM

http://members.aol.com/christianf0177/14.jpg

OK, not so good picture ;)

chris

salty

March 9th, 2005, 09:56 AM

This is the link to the new photo (early 7 March,05) of the sign being installed on the Conde Nast building. Sorry I need to give the link, however, I'm not sure how to place the photo in this post.

Approx. 9 full installation days to go to complete the panel installation, so end of March a small possibility still

fioco

March 9th, 2005, 02:39 PM

Not exactly 'in a New York minute' is it? Thanks for the link, Salty. I think you'll need the patience of Job. May the end product be worthy of your perseverance.

salty

March 16th, 2005, 12:02 PM

A new pic of progress of installation of The Lion on Conde Nast building as of Tuesday morning. End of next week should see the completion of installation of the panels. Then the electrics are to be completed

http://www.lumacom.com.au/images/4TS/4TS%20Progress%20Lion%20King.jpg

ZippyTheChimp

March 16th, 2005, 01:05 PM

11th Ave

BrooklynRider

March 17th, 2005, 10:21 AM

The lower portion of Lumacon was lit last night. Only test patterns.

salty

March 17th, 2005, 10:53 AM

After people have been in the dark for about 2 years regarding this sign, it all seems to be coming together quite quickly now. The identical signs which have just been commissioned in Turkey look great.
Would someone mind sending me an email (salty@iinet.net.au) or giving me instructions, or an URL as to how to post pics in here please? In the meantime, I'll post the links to the new photos as they arrive.

Any first impressions of the video graphics? Reasonably clear and everything looked liked it work on the bottom half?

Lumacom have still got the rights to the other 3 sides if they can find advertisers upfront. How visible are the other 3 sign platforms on the CN building? Is the West side the most visible out of the 4?

Thanx again to the New Yorkers for helping to keep the Aussies informed regarding this project.

MidtownGuy

March 17th, 2005, 11:08 AM

So, is this to be a lit-up, but stationary image, or a moving, changing LED display? I hope the latter. I tried to go back in the thread a bit, but found no clarification. Sorry if I'm missing something.

salty

March 17th, 2005, 11:36 AM

The attraction of these signs is that they only use about 10% of the normal amount of pixels, therefore using a significant amount less electricity and manufacturing costs are estimated to be less than 50% of a normal LED video screen. The signs at night appear like any other LED sign - the brain fills the gaps. Durst was attracted to these signs because of the energy efficiency of the signs which was one of the major things they were trying to achieve when designing their building. Also, unlike most LED signs, this sign doesn't need complex cooling fans or air conditioning systems

Suggest you go to the Lumacom home page (www.lumacom.com.au) if you wish to see videos of currently installed signs in Perth and Istanbul or want to know more. There is also a portfolio of photos which have been taken while the installation has been occuring in NY.

Disney are supplying the night time video graphics for the sign.

BrooklynRider

March 17th, 2005, 11:46 AM

It was test patterns scrolling from right to left along the bottom, but over the image of the lion king (and, no, it was not the Reuters scroll I was seeing). It looked green, blue red, white. Sporadic words mostly test patterns.

After looking a the picture of one of the panels in the post above, I'm pretty certain it is exactly what I saw. What I don't understand were the previous statements about the clarity of the picture we would get up there. It doesn't appear to have that high level of resolution.

NoyokA

March 17th, 2005, 12:05 PM

Lumacom have still got the rights to the other 3 sides if they can find advertisers upfront. How visible are the other 3 sign platforms on the CN building? Is the West side the most visible out of the 4?

The west side along with the south side is the most visible. I would think in a couple of years the east side will become worthless.

MidtownGuy

March 17th, 2005, 08:38 PM

Thank you for the info on the light panels. The installation in Turkey looks amazing. I am really excited about this, and it will be some spice on the skyline.

Soon OLED will be on the scene, I hope.- organic light emitting diodes. deep, bright color at a fraction of the energy with the possibility of application to translucent and flexible materials. The prototypes are small, but one day.....

salty

March 18th, 2005, 08:24 AM

The following link shows the first image of testing the bottom 3 rows on 17th March2005, of the LED video screen..
http://www.lumacom.com.au/images/4TS/4TS%20nightime%203-17-05%20B.JPG

michelle1

March 20th, 2005, 05:40 PM

Sign must be close to completion by now. It will be interesting to see the sign switched on when I'll come to NY for the Easter holyday.I am also looking forward to seeing new Broadway production The Lion King.

BrooklynRider

March 20th, 2005, 08:23 PM

The Lion King Logo image is only 2/3 complete. It will likely go through a couple of weeks of testing before it is lit.

salty

March 23rd, 2005, 06:17 PM

The sign panel installation is complete. The electricians have been working for the past week. End of March is a real possibility for the sign to be finished. It's all finally coming to an end. If only CCU were contracted to find an advertiser 2 years ago instead of Totius Media, we would probably be discussing the sign on the south face, instead of the west face

NYatKNIGHT

March 24th, 2005, 10:33 AM

How come no one is talking about the north face? From almost anywhere in Times Square, not to mention most of midtown, that side is the most prominent.

http://www.pbase.com/image/41184100.jpg

michelle1

March 25th, 2005, 07:39 PM

After 5 months seeing Conde Nast from the Time Square again, I have to say that the building's West appearance has changed to the better. Sign looks already outstanding and will look fantastic once lighted up. Now I have to admit that the spire appears more proportional to the building, maybe because the Sign has decreased building's top construction dominance. Undoubtedly this Sign will be nominee #1 for the Sunset Strip Billboard Awards. NYatKnight, you're right about the North face.

PHLguy

March 25th, 2005, 08:08 PM

Is it just me or does the conde nast look like a giant robot? :)

BTW...Is that antenna permanent?

kenrosewall

March 29th, 2005, 09:51 PM

Can anyone tell me the comparison between the new Lumacom sign and others in the same vicinity? Is it so impressive that it may be the envy of advertisers around the NY precinct?

salty

March 30th, 2005, 08:09 AM

Have any New Yorkers seen the Conde Nast sign recently, at night? And if so, are you able to give an idea of approximately how much of the video graphics were completed/working? I was informed that the graphics should be 100% working by the end of this week. The company has not confirmed or denied this.

michelle1

March 30th, 2005, 04:15 PM

I've seen the Sign last Saturday, permanent Lion image looks outstanding, but that time the Sign wasn't lighted up at night. Now I am back in Vegas, therefore I have no idea whether Sign is now running during the night or not.

H-man

March 30th, 2005, 05:11 PM

on monday night it wasnt lit

salty

March 31st, 2005, 02:56 AM

Lumacom’s 272 m2 screen at 4 Times Square is progressing towards conclusion. The completed daytime Lion King image can be clearly seen from various vantage points around Manhattan and New Jersey Electronic testing, including remote access updating trials (involving instant image and message changing controlled from Perth, Australia) has commenced and pictures of these can also be viewed on the Company’s website. Mr Rodd Sala stated yesterday “As promised, the sign dominates the Manhattan skyline as the premier roof-top bill-board”.
Commissioning is anticipated shortly with weather the major determining factor at this stage. Lumacom is planning an official function to launch the sign in April 2005, at which major media outlets, prominent New York City dignitaries, advertisers and of course, Disney management will attend.

michelle1

March 31st, 2005, 05:03 PM

Yes, this guy is right.

kenrosewall

April 1st, 2005, 01:55 AM

It's because salty got it directly off the Lumacom announcement on 31/3/05 on the ASX. You'd hope he was right.

Yes they're, Conde Nast & Disney also on KXNT station in LV this morning, interesting.

salty

April 2nd, 2005, 10:49 AM

Director of Lumacom indicated today that the 4TS sign is going to be used to help New York get the 2012 Olympics. hmmm....

BrooklynRider

April 4th, 2005, 08:35 AM

This thread reads more like a press release and advertisement for Lumacon than a 4 Times Square thread.

michelle1

April 7th, 2005, 09:06 PM

Salty, full size of the image is lighted up.

Chartdoctor

April 7th, 2005, 11:54 PM

Michelle,Could you please give a brief description of the appearance of the West face of the Conde Nast Lion Image as it appears in its lighted state, for some of us in a distant land, as it appears with the other signs in NYC ,thanking you in anticipation.

michelle1

April 8th, 2005, 06:15 PM

I haven't seen it myself, I was told by my friend that it was the same image as in daylight and the Sign was really bright.

Chartdoctor

April 8th, 2005, 10:11 PM

Thank you for that report Michelle,I appreciate any information regarding this new technology. I am from the land of Oz.(Australia)
regards

BrooklynRider

April 9th, 2005, 08:11 PM

Listen, Michelle, don't post rumors and stop with this b.s. public relations blitz. I'm in Times Square all the time. The image of the LionKing logo IS NOT complete. The lower 1/4 band of lightig on the sign was tested for ONE night over a month ago. Since you ARE NOT HERE, why not wait for accurately posted updates instead of the swill you are feeding us. You've hijacked this thread and haven't posted any accurate info yet.

macreator

April 9th, 2005, 09:09 PM

Is it just me or isn't it odd that Disney would pay a ton of money to have the Lion King's logo on top of a building? Isn't Disney doing well enough with the Lion King to not require such an odd choice of ad placement.

michelle1

April 10th, 2005, 12:39 AM

Listen BroklynRider,
During Easter when I was I in New York, the Lion logo was already completed, and the night image was reportedly tested over night too. Go and have another look.
I found some information for you on the Lumacom Website:
http://www.lumacom.com.au/parent.htm
Investor information >>>>>> News Room

First shots of electronic testing of sign received 1pmWST 01 April 2005 showing 3/4 of billboard is glowing
BrooklynRider here is the link:
http://www.lumacom.com.au/images/4TS/Completed-4TS-Sign3-01-Apri.jpg

BrooklynRider, it wasn't very nice post ..
To make you happy, I will be not posting on Conde Nast and Lumacom anymore
Thanks and goodby Mr. Accurate.

BrooklynRider, now you should apologize to ChartDoctor and Salty for incorrect information about the Disney Billboard.

macreator

April 10th, 2005, 11:02 PM

I haven't seen it lit up recently.

owenaoz

April 15th, 2005, 03:17 AM

From down here in Australia it's hard to see. Some of us have an interest in the construction of the new billboard on the top of 4TS building. (We have shares in LUMACOM, the company constructing the sign.
How is the sign postioned to be seen at a distance - say 2 or 3 miles away. It is supposed to be displaying video clips at night time. Has anyone noticed them? How clear are they?

Any photos/video clips posted here will be much appreciated.

ASchwarz

April 15th, 2005, 11:03 AM

Listen, Michelle, don't post rumors and stop with this b.s. public relations blitz. I'm in Times Square all the time. The image of the LionKing logo IS NOT complete. The lower 1/4 band of lightig on the sign was tested for ONE night over a month ago. Since you ARE NOT HERE, why not wait for accurately posted updates instead of the swill you are feeding us. You've hijacked this thread and haven't posted any accurate info yet.

Actually, looks like you're the one full of BS. I've seen the sign fully lit twice over the last week.

The Lion King logo is fully complete and lit.

BrooklynRider

April 15th, 2005, 11:20 AM

Yes Schwarz, it has been lit over the last week. Michelle was stating on the 8th that it was lit and it wasn't. I'm in the area all the time and her information wasn't accurate. She claimed the logo image was complete when it wasn't. She just kept echoing Lumacon press releases. Even Salty got caught reposting a Lumacom press release and only credited it when called on it.

Yeah, it is lit this week. Macreator also reported it wasn't lit as of April 10th. It was inevitable that it would be lit at some time after the image was completed. I saw one of the original tests before the entire logo was completed. The point was she was sitting in a far away city reporting on something she couldn't see and repeating press releases that were ambitious, but not accurate. That is b.s.

Because you saw the sign lit twice THIS WEEK (April 11 - 14), it doesn't in any way invalidate the accuracy of my post, particularly given the date of my post (April 9) and the post immediately following by Macreator (April 10). Check posting dates on here a little more carefully before you decide to launch your daggers.

michelle1

April 15th, 2005, 06:08 PM

Look Brooklyn, as I said before, The Lion King billboard/or printed day light image was already completed during the Easter when I was in New York. On the 7 of April I was told by my friend that she spotted exactly the same image at night. I wasn't saying that the image was on all night. Regardless if the Sign was running all night or not, billboard was physically completed and tested at that time.

www.lumacom.com

Chartdoctor

April 16th, 2005, 09:01 PM

Michelle,another thread on this forum which might be more suitable for supersigns is here ,first select New York city guide for Visitors,then select Dazzling new supersigns in Times Square. This thread was only used once for the opening thread in 2001 until now, and is more fitting for big signs. Edward,the Administrator may be thankful the thread is being used so that may ensure that Brooklyn doesnt ride into this thread.

damato

April 17th, 2005, 12:39 AM

I can tell you the sign is fully operational. I saw the Lion king advertising loop, some fashion video footage, animated stuff..... pretty darn impressive.... I took some video with my cell phone camera but trying to work out how to load on to this site

michelle1

April 21st, 2005, 04:36 PM

Hello guys from the other side of the globe! Guess what I heard on the radio today?
The Nasdaq building is claiming to have the largest, and now also tallest Billboard in the World. Official opening of the Disney Sign will take place today in the late afternoon, in attendance of a large Media crowd, ad companies, environmetalists and major dignitaries of New York City.

NEW YORK, April 20 /PRNewswire/ -- The fabled bright lights of Broadway are about to get brighter, higher, more high-tech and more "green" than ever before.

At sunset on Thursday evening, April 21, The Durst Organization will inaugurate a spectacular 2,500-square-foot electronic display at the top of the western facade of its 48-story flagship tower at 4 Times Square. The sign incorporates a revolutionary high-resolution, energy saving technology linked to psycho-physics, the science of sensory processes and perception. The resulting display will be clearly visible and readable to viewers as far away as the New Jersey side of the Hudson River.

The sign, by Australia-based technology company Lumacom, will occupy the highest space (above street level) available for third-party advertising in North America, and possibly in the world.

A display for Disney's landmark production of The Lion King will be the sign's first imagery. The Lion King, which has won six Tony Awards and is now in its eighth year on Broadway, will occupy the LumaGraph panels for at least several weeks.

Tom Bow, senior vice president for leasing for The Durst Organization says that space for similar types of signage is being made available on 4 Times Square's three other facades.

"We're at the forefront of what we believe is the future of outdoor commercial display, with a technology that is visually stunning but low-impact in terms of the environment and cost of maintenance," says Mr. Bow.

Lumacom CEO Rodd Sala says the 4 Times Square sign will be the first psycho-physics-based commercial display in the Western Hemisphere. He explains that the proprietary "LumaGraph" panels achieve their effect by using only about 10% of the light elements, or pixels, of a conventional sign display. The pixels are arranged in a special matrix that induces the viewer to perceive the fully intended picture without the need to actually illuminate the entire surface area of the display screen.

In New York to oversee final commissioning, co-inventor and Lumacom founder Oscar Sala said: "The LumaGraph panels are lighter, more cost-efficient, and far more environmentally friendly than conventional electronic signage. They provide the full-range of color, motion and resolution, but use much less energy and generate far less heat, eliminating the need for complex cooling systems."

The sign is pitched slightly forward from the top for ease of viewing, and its displays have an extraordinarily wide-angle viewing range of 170 degrees.

Lumacom is using the local expertise of Spectrum Signs, Inc., based in Farmingdale, N.Y., which is in charge of engineering, installing and servicing the sign. On 4 Times Square. Tom Morra, director of New York City projects for Spectrum, is overseeing the project. Clear Channel Spectacolor has the advertising assignment.

Lumacom is in the process of sourcing and installing a world-wide network of its LumaPanel electronic advertising bill-boards, with the first of such systems represented by the installation at 4 Times Square and two equally stunning screens totaling more than 3,000 square feet in Istanbul, Turkey.
The installation in Istanbul is on an equally commanding location atop the Marmara Hotel in Taksim Square -- the "Times Square" of Turkey.

Lumacom is a publicly listed company headquartered in Perth, Australia. Formerly a private company known as Display Systems Advertising -- founded and managed by Rodd, Oscar and Mickey Sala -- Lumacom went public in the year 2000. Oscar and Mickey Sala are the inventors of the LumaPanel technology.

The Durst Organization, founded in 1915, is one of New York's oldest and largest privately owned real estate firms, with an office-building portfolio comprising more than 8.3 million square feet. The firm is widely recognized as a world leader in the development of technologically advanced and environmentally responsible commercial property.

Among its newest projects are the 2.1-million-square-foot Bank of America Tower at One Bryant Park, which is being co-developed with Bank of America; and The Helena, a 600-unit "green" rental residence on Manhattan's West Side, which is expected to become one of the first multi-family buildings to earn a gold LEED certification (Leadership in Energy and Environmental Design) from the U.S. Green Buildings Council.

SOURCE The Durst Organization

NoyokA

April 21st, 2005, 04:59 PM

Hello guys from the other side of the globe! Guess what I heard on the radio today?
The Nasdaq building is claiming to have the largest, and now also tallest Billboard in the World. Official opening of the Disney Sign will take place today in the late afternoon, in attendance of a large Media crowd, ad companies, and major dignitaries of New York City.

You probably already know this, but I’m just going to reinstate it, the Nasdaq sign has nothing to do with Lumacom. The seven storey NASDAQ sign, became the world's largest LED display at 120 feet in height when it was built in 1999.

http://www.durst.org/prop/images/photo-9.jpg

http://www.smartvision.com/portfolio/images/nasdaqwr.jpg

http://www.smartvision.com/portfolio/images/nasdaqnp.jpg

http://www.smartvision.com/portfolio/images/nasdaqnye.jpg

http://www.smartvision.com/portfolio/images/nasdaq.jpg

NoyokA

April 21st, 2005, 05:00 PM

http://www.lumacom.com.au/4_times_square_gallery.htm

NoyokA

April 21st, 2005, 05:04 PM

http://www.lumacom.com.au/images/4TS/4TS_Completed.jpg

michelle1

April 22nd, 2005, 09:42 PM

Yes Stern you're right, NASDAQ has got nothing to do with Lumacom. The NASDAQ sign is sensational too! There is a huge difference in cost/running. NASDAQ over 37M compare to 1M (?) Disney sign.

Turning Pixels Into Panache
Nasdaq's Sign on Times Square Fulfills a High-Tech Dream
By JAYSON BLAIR Relying on a maze of minicircuitry, Nasdaq’s new sign on Times Square has turned heads with a procession of colorful images on a 90- by 120-foot screen.

Four years ago, Frank G. Zarb, chief executive of the Nasdaq stock market's parent company, decided to take the role of visionary leader to a new level: he would commission a Times Square sign so big and bright that it would make all the others blur into the background.

The result is the eight-story cylindrical sign that wraps around the recently completed Condé Nast Building, at Broadway and 43rd Street. And while Douglas Leigh's Camel cigarette billboard from the 1940's, with its wafting smoke rings, may be the neighborhood's most legendary advertising property, few if any new signs in Times Square - and there are plenty of them - have elicited such wonder and amazement, from tourists and denizens alike.

"Times Square has become a corporate theme park," said George Stonebly, whose office on the fourth floor of the Paramount Building is across the Street from the Nasdaq sign.

Mr. Stonebly, the president of Spectracolor Communications, is one of Times Square's most prominent sign designers. He said the Nasdaq screen fulfilled Mr. Zarb's dream: it is now acknowledged as the largest, most colorful, most technologically advanced and most expensive display in Times Square.

The 120-foot-tall screen displays more than 16.7 million distinct colors. It cost - along with the Nasdaq marketing center beneath it - more than $37 million, a little bit less than what Gov. George W. Bush of Texas had spent on his presidential campaign through the beginning of January.

A quick tour: The screen wraps 90 feet around the Condé Nast Building and takes up about the same space as three basketball courts. It is 18 inches thick and its surface is more than 10,000 square feet. It is made up of more than 8,200 panels, or modules, which can be divided into eight simultaneously operated screens.

From a control room in the Condé Nast Building, operators and mangers run the screen, which displays advertisements and stock information from companies listed on the Nasdaq market — anything from simple text to full-motion movies.

The screen is set five feet off the building facade. That provides enough space for a three-foot-wide catwalk for maintenance workers. There are 30 cutouts in the screen that allow natural light to enter the building through windows. The cutouts were not part of the original design, company officials say, but their positioning allows the mind to fill in the spaces unconsciously.

The display is powered by more than 800 shoebox-size power units attached to the back of the screen, officials said. Unlike a television or a laptop computer screen, the display can be viewed clearly in true color from a 170-degree angle.

Beneath the sign’s skin are 18 million light-emitting diodes, or L.E.D.’s, attached to minicircuits called pixels. Within each pixel are eight small light-emitting diodes. L.E.D.’s are commonly used as the red volume indicators on stereos and other electronic devices, as well as the screen power indicators on some cellular telephones.

But on the Times Square screen, the L.E.D.’s are lined up — two blue in the middle with two green and a red on one side and two red and a green on the other — so that the flickering lights are translated by the brain as true colors and images. This prevents the image from breaking up as a viewer walks around the screen, the designers say.

The quality of the color is a benefit of the technology, as well. The density of the pixels allows for bright and vivid colors that can be viewed easily in direct sunlight, said Paul Amenta, the executive vice president of SACO SMARTVISION, the Montreal-based company that designed the sign. The density, he said, also makes the image clear, even from blocks away. In some spaces, the pixels are only 20 millimeters, or three-quarters of an inch, apart.

Signals sent from more traditional sources — videocassettes or animated computer drawings, for example — flow through computers in the control room to distributors that translate the video signals into sequence codes for the pixels, which produce the colors that make up the images.

Officials added that the L.E.D.’s were also less prone to damage from temperature change or blowouts than light bulbs, and were supposed to last 100 times longer — a total of 100,000 hours. Some companies are working on white L.E.D. prototypes that could eventually be used to re place light bulbs, said Gary Nalven, SMARTVISION’s managing director.

Nasdaq and its parent the National Association of Securities Dealers, is paying the Condé Nast building's landlord, Douglas Durst, $2 million a year to lease the space for its sign - the largest L.E.D. display in the world and the largest single sign of any kind in Times Square.

SMARTVISION created the giant screens used on stage by the Irish rock band U2 and at Ravens Stadium in Baltimore. Making the screen seem real on such a curved surface is the most complicated and costly feature, Mr. Nalven said.

The company envisions similar signs replacing billboards, allowing several advertisers to use the space at different times, tailoring their messages depending on the time of day. “Given the size, resolution and versatility, the screen has the potential of revolutionizing outdoor advertising,” Mr. Nalven said.

In fact, the company is planning similar display for the side of a Covenant House building at 10th Avenue and 43rd Street. That sign will carry advertisements from several companies.

Despite the technology in the Times Square sign, there have been problems, officials acknowledge. The front of the screen is sealed in translucent coating to prevent damage, but water has seeped in from the windows in the screen, causing some damage and technical problems, including arrant flashes.

Nasdaq had the windows installed by a separate company and is looking at ways to correct the problems, SMARTVISION officials said. “On a project of this scope, you expect some problems,” Mr. Amenta said, “There is always going to be something.”

BrooklynRider

April 23rd, 2005, 10:34 PM

...By JAYSON BLAIR ...

Uh Oh.

michelle1

April 28th, 2005, 09:06 AM

Guys, sooner or later, Lumacom is going to deal with Clear Channel.

ddjiii

April 28th, 2005, 10:11 AM

I live on 44th St. a few blocks west of Times Square, and I have to say the sign is pretty impressive. I'm not sure I love an enormous Disney symbol towering over me - or the effect of what is essentially a TV on the skyline - but technically it is something. The graphics and video are clear and bright.

NYatKNIGHT

April 28th, 2005, 11:11 AM

Guys, sooner or later, Lumacom is going to deal with Clear Channel.
That is hardly pertinent to the discussion of the Conde Nast Building, the topic of this thread.

NoyokA

May 4th, 2005, 02:55 PM

NYPOST:

SKYLINE KINGS DISPLAY DISNEY

There's action at the top of Douglas Durst's ever-entertaining 4 Times Square, a/k/a the Conde Nast Tower.

Durst built its rooftop features on spec, as he did the office portion.

Now, after a slow start, the tower top's giant sign screens and its dramatic broadcast antenna are seeing a flurry of activity.

In the past few weeks, no one on the far West Side or in New Jersey could miss the giant "Lion King" display on the western-most façade of the building's four, 50-by-50 foot screens. Although it is a conventional-looking image by day, it transforms after dark into a glowing, image-shifting electronic ad for Disney's long-running Broadway hit playing just down the block.

Durst has struggled to find users for the four rooftop signs — the only one previous ad was for Internet company Teligent, which collapsed two years ago.

"I'd be the lying king if I told you I wasn't thrilled with the 'Lion King' sign," Durst said yesterday.

Making it possible was a deal he recently struck for the western-facing sign with Lumacom, an Australia-based electronic technology company that developed a high-resolution energy-saving technique based on "psycho-physics," which it describes as the science of sensory processes and perception.

Lumacom CEO Rod Sala says its display panels require only 10 percent of the pixels, or light elements, of a conventional sign to convey a full image. "We leased it like a piece of property," Sala said.

Durst leasing honcho Tom Bow would not say how much Lumacom was paying under a 5-year lease, but said the asking rent on each of the four signs is $1 million a year. Lumacom in turn rented the sign to Disney on a 30-day trial with a one-year renewal option.

Bow said 4 Times Square offers the "only chance for a third-party user" — a company that's not a tenant — "to get a sign on top of a building this tall in the city."

Sala said Disney or any user can save a bundle with Lumacom's panels because the advertiser doesn't need to build its own signs — "like Coca-Cola, which paid $6 million to $7 million just to build its sign on 2 Times Square in addition to rent."

Meanwhile, the antenna — a 225-ton, 385-foot-tall steeple at the top of the 733-foot tower — is now used by five TV stations and 10 radio stations as a primary or backup broacast facility.

In addition to the 10 radio stations (including all the ones owned by Clear Channel) for which the antenna serves as the backup, Bow says Durst is negotiating with five more as well as with five more TV stations.

"Backup means in the event of failure or a maintenance interruption at the Empire State Building," Bow explained. "Our facility was designed so that in the event of a power failure, we have one generator to service all of our backup stations."

michelle1

May 13th, 2005, 11:32 PM

New Disney cartoon night images were reportedly seen on the Sign today.

BrooklynRider

May 16th, 2005, 02:16 PM

They were running Bank of America ticker ads Friday night.

Jake

May 16th, 2005, 04:21 PM

I think it's the future of PUBLIC TELEVISION, just turn the giant screen towards me and hand me the remote, here i was drooling over a 55'' screen when now i can have 90' by 120'

michelle1

May 16th, 2005, 04:30 PM

Yeah, you're right about that Rider!

MidtownGuy

May 16th, 2005, 06:18 PM

Is Conde Nast the forerunner of any other buildings with such signs in NY? I've always wondered of the W Hotel in Times Square was intended to have similar signs because of those things that flank it's top.

michelle1

May 16th, 2005, 07:43 PM

Yeah, similar hoardings, are they?

michelle1

May 18th, 2005, 05:16 PM

Previously I thought, it will be Disney's sign, but now it looks like there will also be Bank of America's logo which is now popping up more frequently. Does Lumacom signed up with Bank of America? Would you guys shed light on it?

michelle1

May 23rd, 2005, 07:13 PM

More advertisers running on the Lumacom sign, Disney, Bank of America, Durst + more

riverview

May 24th, 2005, 07:23 PM

More advertisers running on the Lumacom sign, Disney, Bank of America, Durst + more

Hello Michelle1
You obviously can see the Lumacom sign, so would you be kind and explain whether it's displaying predominately the Lion King with just a few snippets of others, Or does it roatate through a loop of advertisers.
And having a view of this sign, maybe you could give us your opinion of its clarity, or maybe that should be, it's effect. In other words, is the advertising clear and distinguisable, or a muddle on the distant horizon.
All the very best from 'down under'
Riverview,

salty

May 25th, 2005, 08:34 AM

Disney has announced that they no longer can afford to advertise on the 4TS sign - it doesn't fit into their budget. I would have thought that they would have considered the US$1.25mill/yr price tag well before agreeing to the free trial period, unless they were deviously trying to take advantage of the hype of the new sign and media exposure, with no expenses incurred by them
It would be much appreciated if the New Yorkers would update us as to whether night time/video images of the Lion King and other Disney cartoons continue to display from now on. Thank you for your help.

michelle1

May 25th, 2005, 06:49 PM

Riverview, I can't see the Sign myself, I am still in Vegas. From time to time I got some updates on Conde Nast from my friend. Visually challenged will find this screen gives fantastic visibility and clarity . When Disney announced that? Well, there have been some more ads running recently, so I wouldn't worry at all. Disney probably didn't want to spend 1.25 Mil just on The Lion King production. The other thing to consider is, everytime Disney will decide to change vinyl static image, then the Sign will be out of function for some time. That would cause enormous problems especially when the Sign will be running more advertisers.

It’s been six years since the august magazine-publishing empire, Condé Nast Publications, took up residence in its Times Square Death Star.

In that time, the 23 floors it occupies in the state-of-the-art tower—complete with its famous Frank Gehry–designed cafeteria—have become as inseparable a part of the company’s identity as has the West 43rd Street neo-Gothic behemoth occupied by The New York Times.

Of course, The New York Times is moving anyway—to a new tower designed by architect Renzo Piano.

Condé Nast is staying where it is. But not without growing pains.

Since the relocation, virtually all of Condé Nast’s back-office functions—from accounting to procurement—have been dispersed to locations outside 4 Times Square.

Condé Nast’s vertical expansion is being stymied by the law firm Skadden, Arps, Slate, Meagher and Flom, which leases the upper 25 floors of the building.

And as Mr. Newhouse’s company expands—this fall, they’re set to publish a new title from one of its oldest enterprises, Men’s Vogue—the company has been looking for places to jettison ancillary operations from the mothership.

The problem isn’t new. Shortly after Mr. Newhouse relocated his magazines from 350 Madison Avenue to 4 Times Square, according to a real-estate source familiar with the proceedings, the Durst Organization, the developer of Condé Nast’s headquarters, held discussions with Condé Nast executives over ways to connect 4 Times Square to a tower being planned on the site abutting the Condé Nast tower to the east. A sort-of Condé Nast Mini-Me.

The conversations, the source said, while never moving beyond the preliminary stages, called for Condé Nast to take several hundred thousand square feet of space in a building on the site where the 54-story Bank of America Tower is currently under construction.

The initial concept would’ve had the tower directly affixed to 4 Times Square at the base, the source said, rather than requiring a sky-bridge to link the two towers. The revised plans for 1 Bryant Park, where Bank of America will take one million square feet, separates the 954-foot-tall tower from 4 Times Square and will total 2.1 million square feet when completed in 2008.

Douglas Durst, co-preside nt of the Durst Organization, the developer of both 4 Times Square and the Bank of America Tower, said that his company had been in discussions with Condé Nast over expansion possibilities, but that the talks have since terminated.

Condé Nast still has 14 years on its lease at 4 Times Square, but remains the company elusive about its real-estate expansion plans.

Robert Bennis, Condé Nast’s senior vice president for real estate, said he had no knowledge of formal plans to acquire space in the new Durst tower.

"As a privately held company, we don’t discuss our strategy," Ms. Perl said. "The company has grown in both the size and the number of magazines that we publish, the result being that we will continue to explore our options …. We are not currently housed in one building in New York City and around the country," Ms. Perl said, adding: "That will continue. "

Beyond 4 Times Square, Condé Nast currently occupies three floors at 1440 Broadway, where the company’s I.T., circulation, consumer-marketing and strategic-sourcing divisions are housed. Fairchild, the wing of the Advance Publications empire Mr. Newhouse acquired for $650 million in 1999, recently added a reported 28,000 square feet to the 230,000 square feet it leased in new offices at 750 Third Avenue last year, along with Fairchild’s long-held space at 7 West 34th Street. Condé Nast operates the editorial offices for Wired in San Francisco; Bon Appetit and Architectural Digest in Los Angeles; and runs its credit and database operations out of a facility in Wilmington, Del.

In 1999, Condé Nast led the charge of media giants to iconic towers of starchitecture. But they may soon find themselves outpaced.

The new Hearst Tower, which will rise literally out of the rubble of the company’s corporate Heimat, the International Magazine Building, is rising fast. The New York Times plans to occupy its new spire by 2007.

Whether they’ll have more success incorporating their buildings into their corporate images than Time Warner remains to be seen.

Time Warner moved into its $1.7 billion corporate palace at Columbus Circle, which is still known more for its biosphere-cum-shopping-mall pedestal than as the seat of a global media empire.

Apparently, Whole Foods is a stronger draw than CNN!

Condé Nast never had that problem. But then again, that presents another: Can you move out of a building 20 years after it becomes the anchor of your brand in a media city like New York?

"For Condé Nast," said Peter Golder, an associate professor of marketing at N.Y.U.’s Stern School of Business, "the headquarters becomes even more important as the company grows. For their employees, the corporate image of a building like 4 Times Square matters a lot more. There is more prestige working in the headquarters that is the showpiece property than working in some remote location."

Cue clickety stillettos!

—Gabriel Sherman

michelle1

June 13th, 2005, 08:37 PM

Lumacom Sign

Sign is showing different images again, is this going to be a New York's new outdoor TV advertising channel?

michelle1

June 21st, 2005, 04:04 AM

Rumors about Warner Bros might be one of the bidders for Conde Nast Sign in 4 Times Square.

BrooklynRider

June 21st, 2005, 09:43 AM

I think the sign height is intriguing andthe imagery interesting, but, from purely an advertising standpoint, I don't think it has the nearly the impact of those closer to street level. It compliments the building's desired positioing as a hi-tech marvel and the symbol of the rebirth of 42nd Street. Yet, it seems somewhat removed from Times Squares Razzle Dazzle at that height.

Anyone see it from the Jersey side of the Hudson? Is it visible? The 42nd Street Corridor is tall and getting taller. It might be obliterated by the buildings to its west. A sign on any perimer building on Times and Duffy Suare has to have a great impact on branding and name recognition.

It is just too high amidst an area of tall buildings. It comes to life at night, when most of those buildings with direct views are depleted of people inside.

michelle1

June 22nd, 2005, 03:52 AM

Brooklyn, there is quite a lot of open space, and therefore good exposure and visibility of the 4TS Sign from surrounding areas towards the SW of Hell's Kitchen and W of 42nd, also W 42nd and Javits CC down to Hudson Yards.

michelle1

July 21st, 2005, 10:06 AM

Durst, Bank of America, 3M, WB

BrooklynRider

July 21st, 2005, 10:10 AM

I actually caught last week walking in Hudson River Park. The Lion King morphed into a waving American Flag. It look great from the distance, but that view is going to disappear with NY Times Tower.

michelle1

July 21st, 2005, 10:51 AM

Completion of the New York Times Tower is scheduled in 2007 and it will only have a little effect on the west rooftop LED Sign of the Conde Nast Building from the south district of the Hudson River Park.

NewYorkYankee

July 24th, 2005, 01:55 PM

During my college orientation last week, we took a night boat cruise around Manhattan. I noticed when we reach the westside of midtown, the LED light. It looked great! I couldnt make out what it was though. This could be due to my poor vision not the sign itself. But, the colors looked amazing!

salty

July 26th, 2005, 02:27 AM

Completion of the New York Times Tower is scheduled in 2007 and it will only have a little effect on the west rooftop LED Sign of the Conde Nast Building from the south district of the Hudson River Park.

Is the New York Times Tower on the north east side of the Conde Nast building or the west side? and is the "New York Times Tower" also known as the "Bank of America Tower" by some. My understanding was that only the east side of the 4TS building could be obscured, not the west side as well. Any comments appreciated.

michelle1

July 26th, 2005, 07:40 AM

Location of Bank of America is NW CNR 6th&42nd, Times Tower is 41&40th and 8th Av, SW from Conde Nast (42,43&Broadway). For a better orientation, this link could be helpful
Roof-top Sign on the Conde Nast is a real eye-catcher

http://gonyc.about.com/library/maps/bl_timessquare.htm

kz1000ps

July 26th, 2005, 01:15 PM

Salty, what they mean by views being blocked from the West is views of the rooftop LED sign, not 4TS itself. Bank of America tower will physically hem in the east side of the building and it remains to be seen what effect the New York Times Tower, roughly two blocks away, will have on blocking views from the southwest.

michelle1

July 29th, 2005, 09:43 PM

Conde Nast LED Sign has significantly improved it's brightness and clarity of images since it has been launched. Are they using same LED's or have they been replaced by more powerful ones. I can't imagine such a monster Sign placed at the street level, it would be quite disturbing for the viewers.

equinox77

August 5th, 2005, 09:08 AM

Here are the latest pictures of Conde Nast

Edward

August 7th, 2005, 12:56 PM

Conde Nast building (http://www.wirednewyork.com/skyscrapers/4xsq/) and 42nd Street, the view from Weehawken. 6 August 2005.

This is the perfect TXSQ building, it grabs your attention and screams that the not to distant future is here.

Fabrizio

August 7th, 2005, 03:38 PM

Agreed! A modern interpretation of the classic NYC skyscraper crown. Deserves to be in NYC and in TS.... just beautiful.

michelle1

August 7th, 2005, 06:37 PM

Sensational picture of the midtown (Conde Nast's crown) from New Jersey. Edward, did you take it from a Weehawken bar?

lofter1

August 7th, 2005, 07:14 PM

It will be a lamentable day when the Paramount clock is no longer visible from Jersey. With all the new buildings set for west 40's that day isn't too far away.

Alonzo-ny

August 8th, 2005, 07:19 PM

Very cool and a good futuristic building, will the boa be a good backdrop, will it compliment conde naste? as it will be directly behind it from that angle

michelle1

August 8th, 2005, 07:30 PM

It will be a lamentable day when the Paramount clock is no longer visible from Jersey. With all the new buildings set for west 40's that day isn't too far away.

Which building will cover the Paramount clock from that angle?

lofter1

August 9th, 2005, 10:21 AM

Which building will cover the Paramount clock from that angle?
Something as-yet-unbuilt between 43rd & 44th ...

BrooklynRider

August 9th, 2005, 10:33 AM

Off topic - but, is the old NY Time Building Landmarked? Tear that down or build a tower above it and bye-bye Paramount.

Alonzo-ny

August 9th, 2005, 08:02 PM

Conde naste is 809ft without antenna and 1143ft with and nytimes is 840ft to top of screens and 1049ft to tip of spire are these heights correct?

lofter1

August 10th, 2005, 01:53 AM

Off topic - but, is the old NY Time Building Landmarked? Tear that down or build a tower above it and bye-bye Paramount.

Part of the deal for building the new NY Times building on 8th Avenue is that the older protion of the current NY Times building is to be preserved; the more mundane portion (it goes through from 43rd to 44th at mid-block) can come down and be developed.

So most likely what goes up there will indeed block the Paramount from the west.

michelle1

August 13th, 2005, 08:54 AM

Theoretically you are right, but I don't know about any proposed development of yet.
NY Times Building is Landmarked

Alonzo-ny

August 18th, 2005, 04:43 PM

Wow shows you how credible we all are!

michelle1

August 19th, 2005, 07:55 AM

I just noticed that in the newsroom, under the investor relations title, of www.lumacom.com.au they have posted a link to this forum. Seems like they have a lot of respect for the content and posters in this forum. Congratulations guys and gals.
Lumacom advertising WNYF! New York-Sydney. We should ask Lumacom's director to display our moderators on his stunning Sign. Can you imagine our ZIPPY, overlooking Manhattan's sky? btw, I couldn't find the link.

ZippyTheChimp

August 19th, 2005, 10:13 AM

Works for me. Better than that stupid lion.

(Chimps hate cats)

michelle1

September 23rd, 2005, 06:36 PM

After eating I walked back to town by way of Broadway when I noticed a few more ads on the Conde Nast hoarding. Some of them are really big names: Nike, Virgin records, Real estate - Century 21, Lamar. It starting to look more impressive.

michelle1

October 7th, 2005, 11:10 PM

Guys from Down Under, does Lumacom terminated partnership with Clear Channel? Clear Channel ads vanished from Conde Nast billboard and Bank Of America has returned back. One Bryant Park[Bank Of America] is rising next to Conde Nast.

No one, unless they absolutely have to, wants to do business with such sludge.

michelle1

October 8th, 2005, 09:59 PM

Clear Channel is evil media-conglomerate bloodsucker.

No one, unless they absolutely have to, wants to do business with such sludge.
Clear Channel Communications and Outdoor sucks, they have more court cases behind the belt than anybody else. Suckers No 1